{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

Yahoo! has confirmed it has bought German software firm Actionality to boost its mobile offering for advertisers.

The deal, which has been rumoured for a couple of weeks, will give Yahoo! ownership of Actionality’s mobile marketing platform in return for an undisclosed sum.

Actionality's software allows companies to develop mobile ads in a standardised format and insert them into a range of content, such as games.

A Yahoo! spokesperson told InformationWeek that the deal formed part of its focus on "becoming No. 1 in mobile advertising."

Actionality chief executive Scott Cullinane told Wired:

"We'll be continuing our business of mobile 'around-game' advertising, as well as contributing to Yahoo!'s broader mobile advertising strategy for publishers."

Yahoo! inked a deal to become Vodafone’s mobile display ad partner in November last year, and has since been ramping up its presence in the mobile ad market.

It launched its oneSearch platform in January, before rolling out its mobile display technology globally in February and a set of services for mobile content providers the month after.

Google, AOL and Microsoft have also been actively expanding their mobile offering in recent months.

In May, AOL bought Boston-based Third Screen Media while Microsoft snapped up French firm Screen Tonic.

Google, meanwhile, has reported a jump in mobile users accessing its services, particularly Google Maps.


Published 23 August, 2007 by Richard Maven

529 more posts from this author

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.